Transforming UX for a Behavioral Health Giant

In the middle of a sweeping rebrand, a top behavioral health software provider needed more than a new website—they needed a digital experience that could unify their voice, preserve SEO equity, and keep the demo requests rolling in.

The Challenge

A rapidly growing SaaS company in the behavioral health space, was undergoing a comprehensive rebranding effort while managing an unwieldy digital ecosystem of 17 websites. Although some sites had been consolidated, five were still live and generating traffic, several had been abandoned, and others existed as placeholder redirects.

With an aggressive timeline and over 1,000 monthly demo requests at stake, the client needed to preserve SEO equity, unify user experience, and reduce technical debt—all without disrupting lead generation.

Coordination across multiple stakeholders, including a separate brand agency and an SEO partner, further heightened the complexity of the project.

The Opportunity

With this redesign, the client had a pivotal opportunity to centralize its digital identity under a single, scalable WordPress infrastructure. By improving information architecture, implementing a robust SEO migration plan, and aligning design with new brand guidelines, we could transform the site from a fragmented patchwork into a performance-driven sales engine.

A thoughtful UX strategy paired with seamless marketing automation integration would not only serve immediate rebranding goals, but also set the stage for long-term demand generation in 2025 and beyond.

Information Architecture

Wireframes

The Results

Stronger Brand Cohesion Across Web Properties

Improved Content Governance and Editorial Efficiency

Enhanced Scalability for Future Marketing Initiatives

Moments for Growth

Life in the agency is bittersweet. I have the privilege of working on many projects but I often don’t get to see what happens after launch.

If I was involved with this project long term, I would like to conduct the following next steps:

User Testing
Conduct moderated usability testing or a round of heatmap/click tracking to validate assumptions made during design.

A/B tests

  • Navigation Structure and Labels

  • Demo Request CTA Placement and Wording

  • Form Field Length on Conversion Pages